What percentage of digital ads reach their desired audience?

Chart of the day: Just over half (56%) of European ads reached their desired age group of 25 to 54.

Nielsen investigated how many ads have reached their desired audience finding that ads aren't always reaching the desired audience. Yesterday we reported on the US figures, and today we are covering the results for Ads in Europe (UK, France, Germany, Italy).

In a world where targeting is everything, it doesn't mean ads are getting in front of the right customers every time.

Data Sample: The data is from 6,800 Nielsen Digital Ad Ratings campaigns from France, Germany, Italy, and the United Kingdom through 30 June, 2016, where the minimum number of site observations was at least 30.

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.